ASU’s popular music program to host ASUPROX conference in downtown Phoenix

Arizona State University’s popular music program in the School of Music, Dance and Theatre will hold its annual two-day music industry career conference again this spring.

Last year’s event boasted Grammy-winning producer Timbaland as keynote speaker, and more than 500 people showed up from around the country. With support from TIDAL, who sponsored the event, the conference also featured Grammy-winning artist and rapper Rapsody.

This year, the conference — now known as ASUPROX — will take place April 18–19 at Fusion on First in downtown Phoenix. TIDAL returns as the popular music program’s lead partner, continuing a collaboration that has grown over the past year. ASUPROX marks a key milestone in that partnership and reflects its ongoing impact on students and the broader music community.

Last month, the program also celebrated TIDAL Day on March 4 to recognize both the partnership with TIDAL and the official launch of the ASU TIDAL DJ Room. The daylong experience at Fusion on First brought together industry insight, student talent and live DJ culture across workshops, performances and activations.

“This partnership with TIDAL is meaningful because it strengthens the full arts ecosystem — education, innovation and professional opportunity,” said Erin Barra, director of the popular music program. “When a partner is truly aligned and willing to invest in creators, it expands what’s possible for our students and our broader creative community.”

Along with securing Grammy-winning talent for events and their assistance with the ASU TIDAL DJ Room, TIDAL has also provided funding for student career development opportunities.

“At TIDAL, we’re investing in the next generation of independent artists,” said Sarah Janiszewski, director of industry relations at TIDAL. “Our partnership with ASU focuses on practical workshops and building spaces for creativity. Our shared goal is to help emerging talent across campus have the tools and freedom to create on their own terms.”

The popular music program at ASU launched six years ago, thanks largely to ongoing demand from students.

Led by Barra — music and tech educator, songwriter, producer, instrumentalist, entrepreneur and activist — the program prepares students to thrive in a rapidly shifting industry.

Today the program occupies custom-built, state-of-the-art facilities at Fusion on First. Its successful two-day music industry conference, which Barra first organized in 2023, brings together artists, creative leaders, entrepreneurs, technologists and industry decision-makers to explore how music is created, distributed, experienced and scaled.

Barra said the program’s partnership with TIDAL demonstrates ASU’s ability to connect with some of the largest entities in popular music and bring industry leaders directly to students in Tempe. As part of the partnership, Janiszewski offered a masterclass in November 2025 about career trajectories and tips on how to navigate the industry.

Past conferences have also featured listening sessions with TIDAL’s editorial playlist team, who provided performing students with feedback on their work. Showcase participants were encouraged to upload their music directly to TIDAL, which compensated them for each day their songs were included on playlists.

The support and interest from TIDAL means a lot to the students of popular music.

“Performing at the ASU Pop Music Showcase while TIDAL was in the room was really special,” said student and singer-songwriter Lexi Gaston, who performed at the showcase in 2025. “It meant a lot to share my music with people from a platform I actually listen to and respect. The experience helped me feel more confident putting myself out there as an artist and made the showcase feel like a real moment of connection, not just a performance.”

Singer-songwriter and pop music student Alex Guthrie also appreciated TIDAL’s involvement: “The showcase was a meaningful opportunity to share my work with people who actively support artists and help get their music out into the world. Being able to look out into the crowd and see that support made the experience feel motivating and affirming. It felt like a shared belief; we believe in the platform, and they believe in us as artists.”